Van's Good Food Shop | Support Our Independents
| Van with his daughter Rosie outside Van's Good Food Shop in Llandrindod Wells, Wales
Published on 10 October 2024
In a world where big-chain supermarkets dominate the landscape, it’s rare to find a small, independent shop that not only survives but thrives for decades. Van’s Good Food Shop, a beloved local institution in Llandrindod Wells, is one such place. With its roots deeply embedded in the community, this family-run whole food shop has become much more than just a place to buy groceries—it's a symbol of resilience, tradition, and the power of ethical business practices.
Lee from Essential sat down with Van and his daughter Rosie to discuss their journey, the shop’s unique impact on the town, and the sense of community that has grown around their store over the years. From the early days of pioneering organic food in the area to the challenges and rewards of keeping a small business alive, their story is one of passion, dedication, and a deep connection to the people they serve.
Tell us about the history of Van’s Good Food Shop…
Van: It all started back in 1967 when I moved to Llandrindod Wells and wanted to follow a whole food diet. I’d travel back to London, to Community Foods, which was run by my friend John Law. I’d also go to places like Whole Earth and a small company near Brentford called Garvin's. We used to sell bulk honey, tea, and coffee. I’d drive into London to shop for myself, and over time, others with similar interests started joining me. By the late '60s and early '70s, a group of us formed a cooperative based on our shared interest in ecology and whole foods.
At one point, I moved to the Yorkshire Moors, but eventually realised I wanted to be back in Mid Wales. When I returned, I found that the cooperative had fallen apart because no one was running it. I tried to get someone else to take over, but it didn’t work out. So, I decided to take it on myself, even though I was working in forestry and wasn’t really keen on running a whole food shop.
We started with a small lock-up shop at the edge of town, which lasted about 15 months. Then, in 1974, we got the chance to move into a bigger place in the town centre—a building with a shop, a café, and a basement for wholesaling. By 1981, we were settled in our current location, and we’ve been here ever since.
| The vivid painted Victorian frontage of Van's Good Food Store
We were talking earlier about the High Street and how beautiful it is. How has it changed over the years?
Van: A lot of shops have closed down over the years. There's a Spar on the corner, but we used to have a fish shop, women's clothing stores, and even five butchers in town. Now, we don't have a single butcher left. The shops are mostly empty now.
Rosie: It's tough to start a small business in this economy. There's not much incentive, and it's a lot of hard work. One of the people who works here had a shop that sold paint and gifts, but after the pandemic, he just couldn’t make enough to cover his bills, so he had to close. It's really sad because it's nice to have places to browse.
When I was a kid, every shop was full, and the high street was busy and thriving. You could get everything you needed in just one trip. Now, it’s hard to convince people to shop on the main street because there's so little left. We're really lucky to have loyal customers.
Van: A lot of people say that if Vans wasn't here, they don't know if they'd shop in town at all.
There’s definitely a huge difference between shopping on the high street and shopping at a large-chain supermarket. What do you do that makes you stand apart from supermarkets?
Rosie: One of the main things that sets us apart from supermarkets is our organic range. That’s something they haven’t fully embraced yet, probably because it’s not cheap enough for their model. I think independent shops can really compete with supermarkets in that area.
And you have the advantage of knowing where your products come from and who grows them.
Rosie: Exactly. I think that’s the direction we need to move in as a society. One of the main attractions for customers is the story behind the products. They love coming here because of the nostalgia and knowing they’re supporting someone within the community, not a faceless corporate giant that just takes money out of the community.
A lot of people just want the convenience of going to one place, so they shop at supermarkets. They spend £50 or so and get some kind of bonus. Supermarkets still do well because they’re clever about it. You go in with five things on your list, and they lure you into buying more with deals like two-for-one offers.
| There is a large stock selection at Van's Good Food Shop with a fantastic range of organic and ethical products
What can you tell us about your customers?
Rosie: Oh, they’re lovely. We really don’t have any bad customers. Even the challenging ones are still pleasant and nice. You don’t get the same kind of attitude you might in a supermarket, where people sometimes feel entitled or talk down to you. Our customers are more like friends; they’re part of the community.
I think our customers are very ethically minded. They want to support an alternative way of living, and they’re thoughtful about how they spend their money. They care about where their products come from and want to make ethical choices.
It seems like a place where you can come in, grab what you need, and have a good chat. That’s really important...
Rosie: Absolutely. Some people don’t get to have those interactions often, so that one chat a week can make a real difference in their lives. It’s very much a chatty shop—people come in as much to socialize as they do to shop.
Can you tell us about the name of the shop?
Van: When the shop first opened, it was originally called The Good Food Shop, but the older locals started calling it the Hippie Shop. Meanwhile, the younger locals began calling it Van’s. That’s how the name came about. All those who called it the Hippie Shop are long gone now. Fifty years ago, people didn’t really understand what we were doing, and I’d just tell them I was selling good food. That’s how The Good Food Shop name stuck, but "Van’s" gradually slipped in, and I didn’t want to change it.
Rosie: The shop has been here for so long that if it was called something else, I think people wouldn’t come in the same way. Everyone knows it as Van’s, so changing the name doesn’t really make sense.
How do you choose what you're going to stock?
Rosie: There are various ways. Often, it’s just things that catch my attention—something I want to try or that sounds good. I also look for unique items, things you wouldn’t find elsewhere, like biodegradable washing-up scrubbers. People are becoming more aware of their plastic consumption and the environmental impact of their choices, so I try to stock products that align with that.
Customer requests also play a big role. Conversations with them can have a significant impact on what we decide to carry. Since we’re in Wales, especially during the summer months when tourists are around, we try to offer more Welsh products.
What are you most proud of about your business?
Van: I'm proud of Rosie for taking over the shop and how we've become a fixture in the town. When we moved to the town centre, we really became part of the community, with our big, noticeable shopfront. We even had to change the shop's colours at one point due to European funding requirements, but I eventually brought back the bright red and yellow, which I love. It’s a small thing, but it matters.
I'm also proud of the shop’s ethics. Back in the 60s, I was part of a group that was on the cutting edge of the whole food movement, and it’s amazing to see how those ideas have grown and become more mainstream. I started out in London, where I discovered new foods and ideas, and that led me to create a cooperative here in Mid Wales.
The shop grew out of that need for good food, and now I’m also growing vegetables and trees on my land. It’s been a long and sometimes challenging journey, but I’m really proud of what we’ve built and how it’s evolved over the years. It’s all about staying true to those original values and supporting the community.
Rosie: I’m also proud of my dad. I think he’s created something quite revolutionary. He’s got legendary status in the community and has significantly changed its trajectory. The shop has brought people to this area who might never have come otherwise, which is pretty incredible for one person to have such a dramatic impact.
I’m also proud of the community the shop has built, both within the shop and beyond. I’m proud of myself for creating a work environment where my team enjoys being here. It makes me really happy that people get satisfaction from working in this team.
For example, Emma, who’s behind the shop counter at the moment, hasn’t worked here for a year because she has children to look after, but she’s back today for the first time, helping out because we needed extra cover. It’s great to see that kind of commitment and love for the place. That’s something I’m really proud of.
Being an integral part of the community and one of the shops that people truly value in the town and surrounding areas is something I am really proud of.